Virtual) Reality Bytes

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Virtual) Reality Bytes

  1. 1. Presented for the Atlantic Marketing Association Conference Savannah, GA October 2008 Joanna Phillips Patricia Todd Western Kentucky University (Virtual) Reality Bytes: Marketer Effectiveness in Collaborative Virtual Environments
  2. 2. Introduction <ul><li>Current Trends </li></ul><ul><ul><li>Fragmented Media + New Technology = </li></ul></ul><ul><ul><li>Search for Non-traditional Forms of Media </li></ul></ul>
  3. 3. Collaborative Virtual Environment <ul><li>CVE </li></ul><ul><ul><li>Shared Virtual Environments </li></ul></ul><ul><ul><ul><li>Second Life </li></ul></ul></ul><ul><ul><li>Massively Multi-User Online Role Playing Games </li></ul></ul><ul><ul><ul><li>World of Warcraft </li></ul></ul></ul><ul><ul><ul><li>Warhammer </li></ul></ul></ul>
  4. 4. Avatars <ul><li>WOW </li></ul><ul><ul><li>More Than 10 million subscribers </li></ul></ul>
  5. 5. Avatars <ul><li>Second Life </li></ul><ul><ul><li>Approximately 3 million subscribers </li></ul></ul>http://secondclassroom.ning.com/
  6. 6. Warhammer <ul><li>850,000 pre-orders </li></ul>http://ve3d.ign.com/images/36739/PC/Warhammer-40-000-Dawn-of-War-II
  7. 7. Marketer Entry <ul><li>Why bother? </li></ul><ul><ul><li>Five hours of immersion in Virtual World </li></ul></ul><ul><ul><li>Involvement in Virtual World </li></ul></ul><ul><ul><li>Over 7 million viewings of Leroy Jenkins </li></ul></ul><ul><ul><li>$100 million/ year for avatar accessories </li></ul></ul>
  8. 8. Theoretical Foundation User Type Relationship Manipulation Immersion Escapism Achievement Primary Motivation Social interaction Personal Gain Living Out a Fantasy Life Avoidance Power Exemplary Behaviors Forming friendships/ relationships, Discussing problems (virtual and real world) Manipulation, deceit, and domination of other players Becoming very immersed in avatar and in the rules and story of the CVE Uses CVE to escape stresses and problems of real life Strives to achieve power and status through items that show power in the CVE Potential Product/Service Offerings Social Products that increase attractiveness. (cosmetics/ clothing) friend or mate-finding services for avatars Products/services that increase physical prowess of avatars (Gyms, trainers, “ supplements” designed to give avatars more strength) Any product or service that can be considered authentic to CVE (Clothing/ Costumes/mode of transportation) No real world products Entertainment products that provide activities/ escape in CVE (Travel, dining, entertainment, fantasy goods) Status Symbols/ Luxury Goods High end luxury brands (luxury cars could offer “ branded” horses in WOW, cars in Second Life; “ resorts” for avatars) Potentially Welcome Marketer Tactics Forums/locations in CVE that encourage avatar interaction/ mingling (brand bars/pubs/nightclubs) Contests held among players that allow individuals to “ win” recognition over other players Personal rewards Any addition of a place/presence/ character in the CVE that feels real and authentic to the world. Creation of CVE areas where users can escape,enjoying some aspect of the CVE (virtual theaters, concerts, Plays sponsored by a brand) Exclusive for the elite. Status rewards for frequent patronage. Creation/ sale of status symbols for Consumption
  9. 9. Marketer Entry <ul><ul><li>Consumer disappointment in current marketer presence </li></ul></ul><ul><ul><li>Resentment at intrusive messages through chat interface </li></ul></ul>
  10. 10. Proposition 1 <ul><li>CVE marketing communications that are congruent with user motivation to participate in CVEs will have a more positive reaction among CVE users. </li></ul>
  11. 11. Propositions <ul><li>1a: Individuals motivated to form Relationships in CVEs will respond positively to products marketed on CVEs that enhance social interaction </li></ul><ul><li>1b: Individuals motivated to form Relationships in CVEs will respond positively to marketer presence that facilitates social interaction </li></ul>
  12. 12. Propositions <ul><li>1c: Individuals motivated by Achievement in CVEs will respond positively to products/services marketed in CVEs that enhance social status within the virtual world. </li></ul><ul><li>1d: Individuals motivated by Achievement in CVEs will respond positively to marketer presence that facilitates exclusivity and accomplishment. </li></ul>
  13. 13. Propositions <ul><li>1e: Individuals motivated to immerse themselves in CVEs will respond positively to products/services that are truly authentic and unique. </li></ul><ul><li>1f: Individuals motivated to immerse themselves in CVEs will respond positively to marketer presence that extends the story or lore of their CVE </li></ul>
  14. 14. Propositions <ul><li>1g: Individuals motivated to escape through CVEs will respond positively to products/services that are in no way reminiscent of their utilitarian or everyday lives </li></ul><ul><li>1h: Individuals motivated to escape through CVEs will respond positively to marketer presence that extends the time and stress relief that the virtual world provides </li></ul>
  15. 15. Propositions <ul><li>1i: Individuals motivated to manipulate others in CVEs will respond positively to products/services that allow users to feel a sense of personal gain or reward. </li></ul><ul><li>1j: Individuals motivated to manipulate others in CVEs will respond positively to marketer presence that allows opportunities for these individual to compete against and conquer others. </li></ul>
  16. 16. Future Directions and Conclusions <ul><li>Next steps: </li></ul><ul><ul><li>Empirical Testing </li></ul></ul><ul><ul><li>Psychographic Variables </li></ul></ul><ul><ul><li>Environmental Influences </li></ul></ul><ul><ul><li>Marketing aspects </li></ul></ul><ul><li>Early development of conceptual model </li></ul><ul><ul><li>Offers opportunity to connect with an involved customer base </li></ul></ul>
  17. 17. Questions?

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